Analysing posting frequency and content type impact on follower dynamics for Maltese micro-influencers on Instagram : a study of content strategies and tactics used by social media influencers to maximise their engagement and follower growth

Abstract

Purpose: This study investigates the impact of content strategies and posting practices on follower engagement and growth among Maltese micro-influencers on Instagram. It addresses critical gaps in understanding how specific content formats, types, and posting frequency affect engagement metrics and follower dynamics over time, particularly in the Maltese context, which is vital for influencers and marketers aiming to optimise social media reach. Methodology: The study utilises a quantitative content analysis, collecting data from Instagram posts shared by Maltese micro-influencers. Analysing metrics across various content formats, types, and frequencies, the research aims to isolate patterns in engagement (likes, comments, and views) and determine any predictive relationships between engagement levels and follower growth. Findings: Results indicate that carousel posts generate the highest engagement in terms of likes and comments, while stories, despite having minimal impact on engagement, show potential for driving follower growth. Lifestyle content consistently attracts more likes, whereas promotional posts drive higher comment engagement. Although frequent posting increases engagement metrics, it does not translate directly to follower growth. Additionally, the study finds no direct relationship between high engagement and follower growth, suggesting that engagement alone may not predict increases in follower numbers. Theoretical and Practical Implications: The study contributes to influencer marketing theory by supporting the Persuasion Knowledge Model and the Advertising Value Model, revealing that authentic, informative content tends to foster engagement, particularly when influencers balance lifestyle with promotional elements. Practically, the findings suggest that Maltese micro-influencers can maximise engagement by prioritising carousels and reels, focusing on relevant, high-quality content, and posting at a moderate frequency to avoid audience fatigue. Seasonal planning and tagging brands are also recommended to increase visibility and reach.